Even though ripping tags off brand new clothes is a somewhat satisfying feeling, let’s admit that said tags are a pesky, wasteful system of the past, and lack real purpose. Columbia, the outdoor clothing brand, re-imagined the role of tags, while solving for both the consumer and the business through its new project “Survival Labels.”

The project transforms the typical paper tag into of a series of stainless steel labels that also function as a sewing kit, a handsaw, a fishing tool, and even a purifier for your water. These practical applications help consumers camping with their Columbia products the wild, as well as reinforce the perception of Columbia as an extreme outdoor brand. Each beautifully designed label also comes with a code to watch a tutorial video explaining how to use each tool.

To learn more, you can watch the project video right here.